Marketing Blog & News

Breaking through the Clutter to Generate Leads

In most cases, your marketing campaigns are targeting the same prospects that many of your competitors and partners are also targeting. Your prospects are constantly being contacted via phone, mail and email; and the key to breaking through the clutter is to stand out. Here are three ways to do so:

Break the mold. Instead of sending a flat direct mail piece, send a dimensional piece that will actually end up in the prospect hands and not go straight to the recycling bin. Instead of leaving a generic voicemail, leave a message that will make an impact – involving a Critical Business Issue. The same can be said for email – nowadays we can pretty easily determine what is spam and what is not. Send a follow-up email that references something relevant to them and will catch their eye. A good rule of thumb that we use is our own eye/ear test. Would this direct mailer, email or voicemail generate enough interest for me to take the time to respond if I were in the prospect shoes? If not, throw it out and start over!

Utilize a multi-medium touch strategy. Only utilizing one medium at a time will not stand out. It is not surprising that when a prospect is sent a dimensional direct mail piece, left a voicemail, and sent a follow-up email, you have a much better chance of breaking through than if only one of those mediums was used. We actually just ran a very successful campaign that utilized all three in tandem to generate discovery sessions with our AEs.

Provide a clear call-to-action. Once you get the prospect attention, that is just the beginning. In order to push them further along it is important to have a clear call to action – specifically what is it that you want them to do? Is it to set-up a follow-up call, or sign up for a webinar/event, or schedule an in-person appointment? Whatever it is, needs be clear in your messaging or you risk losing their interest just as quickly as you garnered it.

It is important to stay ahead of the curve when it comes to reaching your prospects. As quickly as a new medium is discovered (social media being the current hot button), it is just as easily cluttered by everyone running to jump on board. When planning campaigns it is important to ask: Will this stand out?